Is Digital Marketing Truly Dead?

Can Be Digital Marketing very lifeless, are we looking in a place Digital Marketing planet or has Digital Marketing simply become advertising, like ‘e-business’ became simply ‘business’?

In the early 1990s a well-known hardware company began to call businesses “e-businesses” if they used digital technology a whole lot. At a media gathering, 1 journalist asked whether he had been an e-business because he’d confirmed his presence that day. He had been advised that yes, he probably had been.

This would be the exact moment at which the term “e-business” became redundant. Not that e-businesses themselves were a bad idea but since everybody bar had been an e-business as computing became omnipresent.

When the question of whether electronic advertising is dead comes up, as it necessarily does (it’s a bit of a buzzword and the media enjoys nothing more than to build these up and then stamp on them), this is exactly what people are likely to be speaking about. Digital marketing isn’t dead, it’s simply called “advertising”.

Let us take a few cases. Ten years before, social media was simply becoming big business (it wasn’t fresh regardless of lots of the claims made on its own behalf, however it was getting popular). There has been a spate of blogs, publications and other info sources on how to use media as a promotion tool.

These developed and now social media is simply part of the advertising mix. This is a natural development. Currently , and over 72 percent of salespeople who incorporated social media into their sales processes outperformed their colleagues. This is only expected to grow in 2016 as social media sites such as Instagram, which, together with Facebook, , continue to open up opportunities for entrepreneurs.    

Another example might be mailshots. Viewers of a certain age could cast their minds back 20 years or so although yes, most people still send mailshots. The letterbox in the work and at home will heave with promotions, by which the senders might find a three percent when they were lucky hit. Magazines still have a load of marketing slopes but nowhere near as many since the scattergun effect simply does not work effectively, as they used .

Digital advertising allows for far better profiling, better info on clients and for that reason the extrapolation of greater info on the capacity to constantly refine campaigns. Additionally digital advertising delivers an opportunity for smaller businesses to compete with their larger counterparts onto a more level playing field, provided they have a nicely thought out electronic approach; whereas in a more traditional marketing environment they’d have fought to match the firepower of larger, rival businesses.

This is associated with the reduced related cost of an electronic advertising and marketing strategy and also the prospect for increased exposure, compared to traditional advertising and marketing campaigns, outside the business’ immediate area. The dialogue gets two-way.

Prospects can participate with a new through social channels, download contentand see a web site, provide feedback in an overall more interactive experience. In short, the return is better and the nuisance is minimised as the appropriate individuals see the flier or get the call.

The question is how long that there remains anything especially unusual about this. Having a computer in the house of just about every single customer, “electronic” has gone completely mainstream. People today see their digital television solutions without thinking “electronic” — the remainder has been quietly changed off and people just consider they’re watching TV. The “electronic” component of electronic advertising is likely to go the same way.

This can be viewed in the budgetary allocation given to electronic advertising and marketing actions; , and the areas for attention for these advertising budgets in 2016 are predicted to be societal advertising, analytics, customer expertise and electronic trade.

This isn’t to say there’s no distinction to be made between advertising and electronic advertising. Marketing is about the mix, thus a marketer may think about a effort to have digital elements components. It is there the usefulness will finish. .

Keeping this in mind it is well worth considering whether, because promotion has evolved to encompass the electronic environment, electronic advertising requires a separate budget. Separating out advertisements from advertising actions not only essentially produces a silo that is budgetary but can create a division between activities that are joined.

In the words of , “It Isn’t about performing ‘digital advertising’, it is about advertising effectively in a digital world”.    

Digital advertising is dead, long live electronic advertising. Or more correctly “advertising” — which, during the next decade of the 21st century, is .

Takeaways

  • Marketers must stop thinking about ‘Digital’ as a distinct station.
  • Digital Marketing has evolved to simply become a part of the advertising mix.
  • Promotion is now nothing without an electronic component.

Today all advertising is electronic advertising what will the near future hold — detect exactly what global pros believe 2016 can hold, download The Future of Modern Marketing: 2016 now.

Sylvia Jensen

Contributor


Senior Manager, EMEA Marketing, Oracle Marketing Cloud.